My house, listen to me, okay? On Campus Marketing in M-Zone

In recent years, China's IC card industry has entered a new stage of industrial division of labor, scale application and product development from low-end to high-end. The 2008-2009 China Chromium Industry Research Consultation Report first introduces the metal chromium industry and its related industries, then analyzes the development of the metal chromium industry at home and abroad, and then introduces more related research reports >> From the birth of the image of M-boy, a cool hedgehog head in 200 1 Guangzhou, to the beginning of the national publicity of China Mobile in 2002, and then to Jay Chou's provocative shouting "My place to listen!

In direct proportion to vigorous publicity and hype, the development of users in "M-Zone" has also been a good situation in the last two years. Among the target customers, M-Zone has 80% brand awareness and 73% brand reputation, and it also maintains an increasing rate of nearly 1 10,000 users per month. However, in the marketing process, especially in the main market-campus market, I think there is still room for improvement, hoping to provide some useful suggestions for the future development of China Mobile's gold medal brand. First, my place, listen to me? "M-Zone" is a kind of customer brand, and the essence of customer brand determines the importance of brand culture construction. How to make the target customers firmly condense under the "dynamic zone" is the first key to brand success. The propaganda word of "M-Zone" is very clear, "My site, listen to me!" How to better interpret the true meaning of this provocative discourse in the actual campus marketing is still worthy of our discussion. The author believes that at least from the current situation, the campus marketing means of "M-zone" has not really reflected the intention of "new and new mankind" to yearn for freedom, desire for themselves and control their own destiny, and has not really returned the site of M-zone to the "new and new mankind" on campus. At present, the business provided by "M-Zone" has few components that users themselves participate in, which cannot provide users with the pleasure of controlling their own territory; The methods used in campus marketing still can't escape from the traditional marketing methods of China Mobile. Although direct selling, campus stall promotion, temporary and unsystematic sponsorship of campus activities and other promotion methods may bring some fresh users, they can't really affect the real customers and future potential customers of China Mobile in terms of culture and concept, nor can they deeply brand China Mobile in their hearts. In the short-term promotion activities, users feel more about preferential tariffs than the shock that "China Mobile" and "M-Zone" should bring to everyone. Second, give you the site and let you make decisions. In order to solve the campus marketing problem of the "M-Zone" mentioned above, we believe that only by truly entering the campus, remolding the campus marketing model of the "M-Zone", giving the site of the "M-Zone" to students as masters, and integrating the concept of promoting the "M-Zone" into the daily life of campus talents, can all real customers and potential customers truly enter and stay in the big family of China Mobile and become the big family of China Mobile. In addition to the above-mentioned campus marketing methods that operators are already using, we might as well try the following methods: 1. Establish the business hall and experience hall of the "M-Zone" campus operated by students independently-send the M-Zone people to their own sites, which can be funded by China Mobile and jointly built with the school. China Mobile has sent one or two business hall managers, and the service personnel in the business hall are all part-time students (must be in the M-Zone). In the business hall and experience hall, you can handle and experience all kinds of businesses in the "M-Zone", and also provide places for people in the M-Zone to get together, read books, hold training courses and carry out various publicity activities. Moreover, all kinds of interior decoration can also be done by people in the M-Zone, so that the campus business hall and experience hall can truly become their own sites. In addition, the campus business hall and experience hall can always accept the suggestions and requirements of the M-Zone owners for business and services, and become the forefront of obtaining customer needs. By meeting the needs of customers, let them enjoy the feeling of being the owner of the M-Zone and truly integrate into the cultural atmosphere of the M-Zone. Through the construction of campus business hall and experience hall, we can not only enhance the brand image of "M-Zone", but also meet the needs of students to work and study, and also meet the psychological needs of people in M-Zone "My site listens to me". Why not? 2. Establish a self-operated "M-Zone" newsstand for students-expand the M-Zone's own territory. In addition to selling newspapers, magazines, prepaid cards and other related products in the "M-Zone", it can also help Mobile undertake activities such as delivering related magazines and small gifts in the M-Zone. Of course, newsstands are also run by the "M-Zone" group. After all, our main idea is: my site, listen to me! 3. Hold "M-Zone" scientific lectures regularly-provide help for people in M-Zone to enter more sites, so as to overcome the passive and unsystematic activities of sponsoring students in M-Zone in the past, which often fail to achieve the expected promotion effect. China Mobile regularly organizes and plans to hold scientific lectures on the future life of science and technology on campus, linking the ever-changing development of science and technology with the brand image of M-Zone. 3. What will the "M-Zone" get when it enters the campus? What are the advantages of "M-Zone" entering the campus? We can interpret this problem from the 4C (customer's needs and desires, possible payment costs, convenience of purchase and communication with customers) theory emphasized by integrated marketing. 1, customer's needs and desires (consumers) "My site listens to me". In order to meet the needs of the M-Zone group, the product design of China Mobile must be based on the absolute grasp of the needs of this part of users. However, at present, the design and development of various services in the M-Zone are mostly done by SP and Mobile in the laboratory, and it is difficult for the current business channels to grasp the real needs of users. Opening the business hall, experience hall and newsstand into the campus can truly discover the business and service needs of M-Zone people anytime and anywhere, so that users can truly feel in control of their own territory, which can not only help China Mobile find the selling point of product design, but also meet the psychological and material needs of users. 2. The possible Cost dynamic zone is developing rapidly, and its relatively low cost is still a factor that cannot be ignored. The cost paid by the customer includes not only the tariff paid by the user, but also the time and transportation expenses of the user. Expanding the marketing channel of "M-Zone" to campus can not only save various costs for users, but also help users to grasp the latest activity information of M-Zone anytime and anywhere, and help users optimize the cost payment. 3. Convenience of purchase: The M-Zone channel permeates the campus, which will make it more convenient for users to handle and experience business, enhance users' loyalty to M-Zone and China Mobile, and help the future development of China Mobile. 4, communication with customers (communication) I don't know what people in the M-Zone are thinking, how to provide better business and service for our host? Therefore, sending the marketing channel of M-Zone to campus, allowing people in M-Zone to participate in the management of business hall and experience hall, and making suggestions for the development of their own sites, will surely realize the zero-distance communication between China Mobile and the target customers. "